UK: Cadbury: unwrapping the need for pleasure (COMMENT)

Cadbury is launching a new mail blitz with the aim of driving women to buy Flakes. Cadbury Trebor Bassett's new advertising campaign for Flake targets women by offering a "moment of pure pleasure" and creating a ritual around unwrapping the bar. This is a valuable marketing technique as growing pressure on women sees them look for a moment of indulgence and pleasure in an otherwise hectic and stressful day.

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